To be successful, your attraction or institution must offer an array of products and services that meet the needs of both your current clientele and any new market segments you wish to attract in the future. In our attractions world, this includes combination tickets, VIP experiences, and annual pass/membership products. The “Product Mix” is the combination of all front gate products including general admission. A well-developed Product Mix allows attractions and institutions to provide for a richer guest experience, to stay grounded to the organizational mission, and to grow strong revenue returns.
Guest Satisfaction. Offering the right product mix both online and at the front gate provides guests with an opportunity for a perfect match. When guests are offered the right product, we have the best opportunity to exceed their expectations and to provide them with the best experience. Happier guests are more likely to share their experience with friends and to return themselves for future visits. Providing online and arriving guests with the right product mix directly correlates to our ability to grow guest satisfaction and to expand into new markets.
Focus on the Mission. Your product mix should be the guest-facing representation of your organizational mission-your public image. The right Product Mix keeps the organization focused on the target market. For instance, if you are a metropolitan zoo, your target market likely consists of guests who love animals. If you suddenly introduce an array of out-of-the-box carnival rides and focus your front gate marketing on a rides ticket, you run the risk of confusing your core clientele. To remain true to the mission, the zoo might instead theme the carousel as a Conservation Carousel and donate a percentage of the proceeds to the Save the Rainforest fund. A strong Product Mix is focused on the organization’s mission.
Expanded Revenue. Both public and private organizations need a strong cash flow to operate. Through regular monitoring and analysis of our Product Mix’s sales performance, we are better equipped to understand which products are selling and to make appropriate adjustments. A strong and consistent focus on revenue management plan grows revenue.
Have a great week!
“A brand is a voice and a product is a souvenir.”
— Lisa Gansky